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Boosted post - Instagram Glossary

A boosted post is an existing organic post promoted with a budget from within the Instagram app. It is the simplest form of Instagram advertising and the least controllable - a subset of Ads Manager's capability, packaged as one button.

Boosting is defensible when the objective genuinely is more reach on a post that is already working. It is a poor tool for anything with a conversion objective, because the optimisation options are limited and the targeting controls are a fraction of what Ads Manager exposes.

The common waste pattern is boosting posts because they are underperforming. Paying to distribute content that an organic audience already declined to engage with buys you reach among a colder audience for content a warmer one rejected.

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